Brand Corporate Identity [Task 2 : Logo]
07.10.2024 - 21.10.2024 / week 3 - week 5
Sheryne Axellia Putri / 0367267 / Bachelor of Design (Honours) in Creative Media
Brand Corporate Identity
Task 2
LECTURES
All lectures are documented in Task 1
INSTRUCTIONS
Figure 2.1 Week 2 (30/09/2024) Module Information Booklet.
Task 2A: Logo_Research & Analysis
You are to collect 28 logos in 2 days for 2 weeks; Good &/ Bad. You are to pick the first two logos you see at the beginning of your day, upon stepping out of the house, browsing the internet, driving, etc.
Task 2B: Logo_Creating a logo
produce 2 sheets of idea sketches weekly (the more the merrier) for the development of your logo. Initially, use mind-maps to identify important keywords or key visuals. Develop these into idea sketches and then later into concepts. Narrow down the most promising ideas and concepts.
The developed logo in its final most appropriate form will need to be digitised, in black and white (only after approval of the BW version can you embark on selection of colour in Project 3). All progression or exploration—the various evolutions of the draft logo—must be documented meticulously,
labelled and described at every stage in your e-portfolio post.
- Submission
1) Logo in BW, reverse & colour
2) Logo space rationalization & clearspace
3) Logo with strapline
4) Logo with rationale (brand ideals)
5) Logo minimum size
6) Brand primary & secondary colours
7) Logo/brand typeface(s)
8) Patterns derived from the logo
9) Logo animation (GIF)
1.Progress
Task 2B: Logo_Creating a logo
1a) Introduction
Before we started designing our logo, we were introduced to a few questions that helped us identify our brand. Later, we were instructed to create two mind maps: one for the business and another for the brand name.
1. Your career/business: Owning an herbal medicine shop, Spa owner, and holding a Child shelter organization.
When I think about what I want to be if I’m not a graphic designer, is to be a doctor, it was my childhood and biggest dream back then, but because a doctor does not involve creating a brand or a product, I began to rotate my thinking about my interests in the medical field. Owning a pharmacy or medicine products could be a good option.
I also wanted to be a business owner for a hotel that specializes in its spa, but then I realized it’s better to focus on the specific uniqueness of the spa itself.
This one is more of dream that I always hoped to make it come true even for the future, to make an organization or a foundation for children in need.
2. What service(s) / product(s) are you providing?
- Herbal medicine shop: Packed traditional herbs and spices, herbal teas, flower teas, healthy snacks, healthy soup.
- Spa owner→ Products: Body oil, hair oil, lotions, soap, shower gel, scrub, dried flower/herbs for relaxation, body mist, and perfume. → Services: Beauty aesthetic, bath spa, facials, and massage.
- Child shelter organization: Counseling sessions, education, accommodation, tailored programs such as arts & crafts, and sports.
3. How do you differentiate yourself from others? (uniqueness of career)
- Herbal medicine shop: The products will consist of 0% sugar, and some of the herbs could reduce the sugar level in the blood to normal.
- Spa owner: The products will mainly be infused by the use of Eucalyptus which is a versatile and aromatic plant known for its distinctive fragrance and attractive foliage. Aromatically, the compounds of Eucalyptus oil can promote feelings of a clear mind and relaxation.
- Child shelter organization: There will be programs that the children can choose based on their hobbies that could increase their creativity and knowledge.
4. Who will be interested with your product(s) or service(s)?
- Herbal medicine shop: Elderly people who still use herbal medicine, and people who are careful/aware of their glucose blood levels.
- Spa owner: People who want to find a place where they can relax mentally and physically and people who are interested in Eucalyptus products.
- Child shelter organization: Orphans, and children in rural areas.
5. Name & Rationale
- Herbal medicine shop: Rosemary, the name Rosemary is from a herb that has many medical and mental health benefits.
- Spa owner: Eucal, it is a short from ‘Eucalyptus.’
- Child shelter organization: Liberi, Liberi is a Latin word that means children or descendants.
1b) Mind map
The lecturer selected the herbal medicine shop as my brand concept. After some consideration, I decided to combine a medicine shop with spa experiences and products. I named the brand "EUCAL," featuring eucalyptus-infused products that people can purchase for both health benefits and relaxation at the spa.
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After receiving feedback, I have finalized my mind maps. I was advised to include management structures, interior photos of the store, and geographic segmentation to clarify whether my brand will be international or local. Lastly, I will explore the meaning and symbolism of my brand name in more detail.
Figure 2.2 Week 2 (30/09/2024) Business & brand name mind maps.
1c) Sketches
I have created a mood board that captures the sophisticated and elegant essence I envision for my brand. The inspiration comes from various established medicine brands that embody this refined aesthetic. The selected images and colors reflect the professional vibe I aspire to achieve for my own brand identity.
Figure 2.4 Week 3 (07/10/2024) Moodboard.
Figure 2.5 Week 3 (07/10/2024) Sketches #1.
1. One concept involves using a bottle as a design element to visually communicate that the brand is a pharmacy, emphasizing the medicinal aspect of the business. For the bottle, I have explored various shapes. and even try to mix the element with the wordmark.
2. Another idea focuses on crafting a sophisticated wordmark that conveys a sense of elegance and luxury, highlighting the premium nature of the brand and appealing to discerning customers.
Figure 2.6 Week 4 (14/10/2024) Sketches #2.
1d) Digitalization
Figure 2.7 Week 5 (21/10/2024) Digitalization progress #1.
I began the process of digital sketching, focusing on the adjustment of line weight to achieve a well-balanced logo design.
Figure 2.8 Week 5 (21/10/2024) The making of the wordmark #1.
To create the wordmark for this, inspired by Garamond, I started by refining its classic and elegant characteristics. High contrast in thick and thin strokes in Garamond, along with delicate serifs, influenced that a lot. I wanted the uppercase letters to be bold and formal with wider proportions.
Figure 2.9 Week 5 (21/10/2024) The making of the wordmark #2.
Its lowercase letters have kept the curves in Garamond but I made it to feel a bit more different. I also customized the serifs.
Figure 2.10 Week 5 (21/10/2024) Various logo designs.
I made 5 variations of the logo, still keeping the arch border and bottle but with different shapes, I made the leaf shape to be simpler. I also thought of adding another element like hands, but I think it's too much.
Figure 2.11 Week 5 (21/10/2024) Logo design with another elements.
Figure 2.12 Week 5 (21/10/2024) Various shadow shapes.
Figure 2.13 Week 6 (28/10/2024) Brand logo with colors.
This is how it looks like using the brand's chosen colors. Due to another feedback, the shape of the bottle does not identify as a medicine bottle, but more of a mannequin, which I do agree when mentioned. And instead, I go with this shape of the bottle.
Figure 2.14 Week 6 (28/10/2024) New bottle shape.
How the logo looks like with colors:
Figure 2.15 Week 6 (28/10/2024) New brand logo with colors.
Figure 2.16 Week 6 (28/10/2024) GIF animation progress.
Task 2A: Logo_Research & Analysis
- Brand Logo Research & Analysis PPT Slides
Figure 2.17 Week 6 (28/10/2024) Logo research & Analysis PPT.
Task 2B: Logo_Creating a logo
- Document setup of 'EUCAL'
Figure 2.17 Week 6 (28/10/2024) EUCAL's document setup.
- EUCAL GIF ANIMATION
Figure 2.18 Week 6 (28/10/2024) EUCAL animation GIF.
FEEDBACK
Week 2
- General Feedback: When creating a mind map for your logo design, it's helpful to incorporate visual references such as images of the stores or workshops that inspire you. The visuals can serve as a guide for the aesthetic and style of the logo. And, take some time to delve deeper into the significance behind the name of your logo. Ensuring that your logo resonates with your brand's identity and message.
- Specific Feedback: Since the brand I’ve selected focuses on medicine and spa experiences, it's essential to include a price range to assess whether the brand qualifies as a luxury offering. Additionally, I need to incorporate geographic segmentation to better understand the target market, along with a detailed management structure. Furthermore, I must refine the brand name and explore its meaning to ensure it aligns with the overall vision of the brand.
Week 3
- Specific Feedback: For my logo, it is best to include a bottle element. I can still explore the shape of the bottle and the typography. The leaf element needs to be simpler.
Week 4
- Specific Feedback: The shape of the bottle is still unclear, and I need to make the logo more approachable. I must be careful when digitalizing the line of the bottle and the border arch.
Week 5
- General Feedback: When submitting the document setup, the logo patterns should require minimal modifications. Grid line: minimum 15% in gray color.
- Specific Feedback: When submitting the document setup, the logo patterns should require minimal modifications.
Week 6
- Specific Feedback: Fix the shape of the bottle, maybe modify it. And pay attention to every detail when making the lines.
REFLECTION
Experience
With this module, I learned more about the process of designing a logo mainly for brand identity. This was an absolute challenge yet such a rewarding experience. Every step I did from mind mapping to sketching elaborated to find another idea that fit the vision of the brand. It was really interesting to see how it changed from initial sketches into digital versions.
Observation
From this, I learned about the importance of consistency in elements and how often tiny details make all the difference in design. Like line weights needed changes to achieve that classic yet unique feel for the brand.
Findings
I learned through feedback, that it is very important to keep the style consistent, thereby communicating effectively the values of the brand.
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